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Redefining the Home Insurance journey
The development of the Home Insurance Quick Quote journey followed a user-centered design process, with a focus on simplifying the experience while maintaining accuracy. We began by conducting user research to understand the pain points users faced with the existing home insurance journey and to identify opportunities for streamlining the quote process.
User Research & Discovery We gathered insights through a combination of user feedback, analytics, and competitive benchmarking. This phase highlighted the need for a faster, simpler journey that still gathered essential information for accurate quotes.
Design & Ideation Based on the research findings, we began designing wireframes and prototypes for the Quick Quote journey. The design focused on minimising friction by breaking down the quote process into manageable steps, reducing the amount of detailed information required upfront. Progressive disclosure techniques were used to ensure that users were not overwhelmed, and only the most relevant questions were surfaced at each stage. The mobile-first approach was a core principle, ensuring that the experience was seamless across all devices.
Collaboration with development Given the involvement of a third-party development team, it was crucial to establish a strong working relationship early in the project. Regular communication between the design and development teams ensured that the technical implementation remained aligned with the user experience goals. We held joint workshops and sprint planning sessions to address any potential issues in real-time and to ensure the development of the journey was on track.
Testing & Iteration Throughout the project, we conducted multiple rounds of user testing to validate the designs. This allowed us to gather feedback on key elements of the journey, including the flow of information, the clarity of the questions, and the overall ease of use. Insights from these tests informed several iterations of the design, ensuring that the final product met both user needs and business goals. A/B testing was also conducted to optimise key parts of the journey, such as the form structure and navigation elements.
Setting the stage for a smoother Insurance journey
The Home Insurance Quick Quote journey is set to launch at the end of 2024, and the design process has positioned it for success. During the development phase, testing and validation showed promising results, and we expect the new journey to improve user satisfaction and engagement once it goes live.
Anticipated Outcomes:
Increased completion rates: Based on user testing, the simplified journey is expected to increase completed insurance quotes by around 10-15%, reducing the number of users abandoning the process.
Faster time to quote: The new journey aims to surface an indicative quote in under a minute, significantly reducing the time it takes for users to receive a preliminary estimate.
Improved mobile experience: Early testing of the design has shown an increase in engagement from mobile users, and we expect this trend to continue once the journey is live.
Seamless collaboration: Strong communication with the third-party development team ensured a smooth path to implementation, setting the journey up for a successful release at the end of 2024.
Key Learnings:
Progressive disclosure works: Breaking the quote process into smaller, more manageable steps proved effective in testing, reducing user frustration and increasing overall satisfaction.
User testing & iteration is critical: Multiple rounds of testing provided key insights, enabling us to make necessary adjustments that aligned the journey with user expectations. This helped identify and address friction points before launch.
Cross-functional collaboration is essential: Close collaboration with internal teams and the third-party developers was vital in keeping the project on track and ensuring a cohesive, user-centered experience.
Check out the Home Quick Quote prototype
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